This note is intended for planners with the tools to perform two important customer-related analysis: determination of the willingness to pay - to assess how the client is willing to pay for a particular product or service, and demand assessment - predicting overall size of the market or segment, which the company wants to serve . "Hide by David J. Collis Source: Harvard Business School 11 pages. Publication Date: March 2, 2011. Prod. #: 711495-PDF-ENG